1. Begin your Presentation Strategically
Chapter 8
The Approach
Begin your Presentation Strategically

2. Learning Objectives
After studying this chapter, you should be able to:
Explain the importance of using an approach
Provide examples of different approaches
Illustrate why approach should have an integrated theme
Present four types of questioning techniques

3. 8 Agenda Chapter The Right to Approach
The Approach—Opening the Sales Presentation
Approach Techniques
Technology in the Approach
Using Questions Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
Summary of Major Selling Issues

4. Exhibit 8-1: The Third Step in the Sales Process is the First Step in the Sales Presentation
1. Prospecting
2. Preapproach
3. Approach
4. Presentation
5. Trial close
6. Determine objections
7. Meet objections
8. Trial close
10. Follow-up
The sales presentation method determines how you open your presentation.
9. Close

5. The Right to Approach
You have to prove you are worthy of the prospect’s time and serious attention by
exhibiting specific product or business knowledge
expressing a sincere desire to solve a buyer’s problem and satisfy a need
stating or implying that your product will save money or increase the firm’s profit margin
displaying a service attitude

6. Opening the Sales Presentation
A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale
Your attitude during the approach
Common for salesperson to experience tension in various forms when contacting a prospect
Creative imagery

7. Opening the Sales Presentation cont…
The first impression you make is critical to success
Projected by
appearance
attitude
You only have one chance to make a favorable first impression

8. Five Ways to Remember Prospect’s Name ~ Exhibit 8-2:

9. Opening the Sales Presentation cont…
To make a favorable impression
wear business clothes that are suitable and fairly conservative
be neat in dress and grooming
refrain from smoking, chewing gum, or drinking in your prospect’s office
keep an erect posture
leave all unnecessary materials outside the office
if possible, sit down

10. Opening the Sales Presentation cont…
be enthusiastic and positive toward the interview
smile!
do not apologize for taking the prospect’s time
do not imply that you were just passing by
maintain eye contact
if the prospect offers to shake hands, do so with a firm, positive grip while maintaining eye contact
learn how to pronounce the prospect’s name correctly

11. Opening the Sales Presentation cont…
Objectives of both statement and demonstration approach techniques
attention
Interest
Transition
Small talk warms ‘em up

12. Five Ways to Remember Prospect’s Name ~ Exhibit 8-4.

13. Opening the Sales Presentation cont…
Assign factors a degree of importance before seeing prospect
objective
type of approach
customer benefit plan
Approach techniques
Opening with a statement
Opening with a demonstration
Opening with a question or questions

14. The Approach—Opening the Sales Presentation cont…
The situation faced determines the approach
Influences on approach to use include
Product being sold
If repeat call
Customer’s needs
Amount of time
Aware of a problem

15. : The Approach Leads Quickly into the Sales Presentation ~ Exhibit 8-5

16. The Approach—Opening the Sales Presentation cont…
Objectives of using question approach techniques
Uncover needs and problems
fulfill needs
solve problems
Have prospect tell you about
needs
problems
intention to do something about them

17. Exhibit 8-6: Approach Techniques for Opening the Presentation

18. The Approach—Opening the Sales Presentation cont…
Opening with statements
Introductory approach
Complimentary approach
Referral approach
Premium approach
Demonstration openings
Product approach
Showmanship approach

19. The Approach—Opening the Sales Presentation cont…
Opening with questions
Most common openers
Customer benefit approach
Curiosity approach
Opinion approach
Shock approach

20. The Approach—Opening the Sales Presentation cont…
Multiple question approach (SPIN)
Situation
Problem
Implication
Need-payoff questions
Product not mentioned in SPIN

21. Other Approaches Curiosity Approach Opinion Approach Shock Approach
Ask a question or does something designed to make the prospect curious
Opinion Approach
Validate them by asking their opinion
Shock Approach
Designed to make think seriously about something

22. Technology in the Approach
Powerful attention-grabber
Sounds
Visuals
Touch

23. Using Questions Result in Sales Success
Probes
Obtaining information from the prospect
Developing two-way communication
The direct question
Closed-ended
The nondirective question
Who
When
What
How often
Where
Why

24. Using Questions Results in Sales Success cont…
The rephrasing question
Clarify meaning
Determine prospect’s needs
The redirect question
Excellent alternative or backup opener

25. Using Questions Results in Sales Success cont…
Three rules for using questions
Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape
Pause or wait after submitting a question
Listen

26. Be Flexible in Your Approach
Be willing and ready to change your planned statement approach

27. Summary of Major Selling Issues
The approach is the critical factor
Use a statement or demonstration approach to ensure your prospect’s attention and interest
The first impression you make can negate your otherwise positive and sincere opening
Open with a statement, question, or demonstration

28. Summary of Major Selling Issues cont…
Questions should display a sincere interest in prospects and their situation
Four basic types of questions are direct, nondirective, rephrasing, and redirect
Allow prospects time to completely answer the question

29. Notes